Photo from Halleroed
For who doesn't know the brand, I would say you have to imagine an elegant woman with a timeless and Scandinavian minimalistic style and an eye for sophisticated design. Inspired by women's lives and needs, it's the ambition of TOTEME to define a dress code and wardrobe that backs their purpose. The brand was founded in 2014 by the Swedish couple Elin Kling and Karl Lindman. Nowadays TOTEME is a beloved fashion brand with stores in Stockholm, New York and Shanghai. All of the stores are designed in close collaboration with Swedish architects Halleroed.
Photo from Halleroed
Halleroed consists of two architects, Christian and Ruxandra Halleröd who founded their studio in Stockholm in 1998. Over the years they established their name in the world of designing and establishing stores. Christian was trained as a cabinet-maker at the Swedish school Carl Malmsten, while Ruxandra studied architecture at the Royal Academy of Architecture in Stockholm. They've been working with a variety of brands all over the world.
Photo from Halleroed
Photo from Halleroed
The store in central Stockholm as showed in the photos, Biblioteksgatan 5, is a realization of the TOTEME women’s world. Inspired by an Upper East townhouse, the space is a tribute to New York, where TOTEME was born 8 years ago. The ground floor represents a lobby or reception, and the first floor home is divided into four parts: the shoe space, the living room, the bedroom, and a walk-in closet.
Photo from Halleroed
Photo from Halleroed
All of the stores are designed by the architect duo Halleroed and has their own unique vibe. In Stockholm the brand also has a shop-in-shop at Nordiska Kompaniet where they created a tribute to the history and legacy of the iconic department store. For the interior and decor they took inspiration from the Vienna Secession movement of painters, sculptors and architects with their graphic elements and natural materials. It's not just the store that got influenced by the movement, it already started before with TOTEME's branding identity.
Photo from Halleroed
Photo from Halleroed
Photo from Halleroed
Even if you have never been inside, during Christmas the shop window is a reason for all passers-by to take a closer look. In the winter of 2022 they created this building with elegant people walking around, a taxi driver who was reading the newspaper with a trunk full of presents. And right behind the car, a manhole cover opens and a rat peeks through.
Photo from TOTEME
Photo from TOTEME
